The holiday calendar is more than a method to mark time. It’s a lesson in brand positioning. Like brands, holidays belong to a defined category, often have a lot in common and compete for attention. Yet everyone has their favorite and each holiday stands out.
Why? Brand positioning.
Every holiday has a niche; it has its own purpose, personality, and practices. They each feel different, they act different – and it’s the differences that make them special. That’s their brand position.
Take a walk through the calendar and these distinctions are hard to miss:
HOLIDAY BRAND POSITION
Thanksgiving: Appreciation
Christmas: Generosity
New Years: Rejuvenation
Mardi Gras: Liberation
St Patrick’s Day: Belonging
Anniversaries: Commemoration
Easter: Devotion
Mother’s/Father’s Day: Sentiment
Birthdays: Reflection
4th of July: Community
Labor Day: Recreation
Halloween: Transformation
Whatever you’re selling, you can map your brand and your competition in a similar way. When you find that something special that your brand stands for, you’re on the way to setting yourself apart. And it starts with your brand position.
Happy holidays and happy branding!
